Chapter No. 10 : Arguing persuasively
Chapter
No. 10
Arguing persuasively
How
to argue persuasively?
While many people don't like to sell, most find themselves having to
persuade someone at some point. Persuasion is not just for salespeople and
their prospects. You may try to persuade an employee to perform better, or perhaps you want to persuade your boss to take on your brilliant idea. Often the most effective persuaders
are your kids. Somehow they come by it naturally while you, the adult, has to
work hard to find the persuasive path to success.
Whatever your
persuasive need, here are 7 things that the most persuasive people consistently
do:
1. They Are Purposeful
Truly
persuasive people understand their power and use it sparingly and
knowingly. They understand that most conversations do not require trying
to get someone to do or accept something. Aggressive pushers are a turn-off and
will put most people on the defensive. It's the person who rarely asks or
argues that ultimately gets consideration when they strongly advocate an idea,
especially when they do it with power and persistence. Simply put, they
pick their battles. Want to persuade more? Argue and advocate less often.
2. They Listen ... and Listen ... Then Listen Some More
People who know how to persuade also know that just pushing your own
argument will get you nowhere. They certainly are able to articulate their
position in a convincing way, but that is only half the equation. They are
actively listening when in persuasion mode. First, they are listening to assess
how receptive you are to their point of view. Second, they are listening for
your specific objections, which they know they'll have to resolve. Last, they
are listening for moments of agreement so they can capitalize. Amazingly
persuasive people are constantly listening to you and not themselves.
They already know what they are saying. You can't persuade effectively if you
don't know the other side of the argument.
3. They Create a Connection
It's easy to dismiss people who are trying to persuade you if you
have no emotional stake in them or their argument. Really persuasive people
know this, so they will be likeable and
look for common ground to help establish emotional bonds and shared objectives. They show empathy for your position and make it known that they are on your side. They
manage their impatience and wait for you to give them permission to advocate
their approach. You'll persuade people much more easily if they are open and
aligned with your desires.
4. They Acknowledge Credibility
Really persuasive people understand that there is no sense wasting
time arguing facts. Most of the world does not function in black and white.
They value strong opinions and will make sure that you are entitled to yours.
In fact, they will make sure they give you full credit for every argument of
yours that has some validity. This makes it harder for you to fully dismiss
their point of view. When you are persuading people, reinforce their
credibility on facts and opinions rather than dismissing them outright. Then
they'll be more likely to pay you equal respect in the exchange and be more open to the merits of your opposing
view.
5. They Offer Satisfaction
Smart persuaders know that they don't have to win every little battle to win the war.
They are more than willing to sacrifice when it helps the overall cause. They
are ready to find the easiest path to yes. Often that is simply to give you
what you want whenever possible. In my old lending days, we would often deal
with busy underwriters who asked for items we knew they already had. Instead of
arguing the point, we would just resend the documents and save our energy for
issues that were not so easily resolved. Give ground where you can and hold
your ground only where it matters. Choose being successful over being right.
6. They Know When to Shut Up
Successful persuaders get that you don't win the battle by
constantly berating people with an unending verbal barrage. Wearing people down
is not an effective strategy. They carefully support their arguments and check
in with questions that will help to close the conversation. Then they step
back. The great sales trainer Tom Hopkins still today teaches these decades-old techniques of his mentor J.
Douglas Edwards. His most important lesson is "Whenever you ask a
closing question, shut up. The first person, who speaks, loses."
7. They Know When to Back Away
Urgency and immediacy are often the enemies of real persuasion. It's
possible to close a less significant sale through urgency, but deep ideas require time and thought to take root.
Great persuaders bring you along in your own time. And they give you the space
and time to carefully consider their position. They know that nothing is more
powerful than your persuading yourself on their behalf. That almost never
occurs in the presence of the persuader. The next time you want to persuade
someone of something truly important, follow the tips above, make your case,
and walk away. If they don't come around, you were probably wasting your effort
in the first place.
Recognizing
an Issue
The
goal of argument is to bring about a change in an audience's initial position
on a controversial issue. Depending on the situation and audience, at times
this goal is achieved by an arguer who presents a claim along with reasons and
evidence to convince an audience to agree with the position taken; at other
times, arguers create the possibility of agreement by acknowledging different
points of view and working to identify one view or a combination of views that are
acceptable to most or all audience members. Both types of argument are
taught in this book.
The basic method that argument of both types employs can be
described as making a claim (expressing
a point of view on an issue that is communicated by the arguer) and supporting it with reasons and evidence to
convince an audience to change the way it thinks about the issue. All forms of
productive argument include these components.
When composing an argumentative essay, it is not enough that we present a valid, sound argument
in favor of our thesis. We also need to compose a counter-argument showing why
the opposition's reasoning and arguments are unsound and invalid. The
counter-argument requires us to systematically examine and analyze the opposing
premises, inferences, and conclusions, explaining the inconsistencies and
errors we find as we analyze. The counter-argument is a crucial step that the
writer must take to convince a reader that his/her point of view on an issue is
the best point of view.
Developing
Your Stance
When
you develop your argument, you are confirming your own position, building your
case. Use empirical evidence—facts and statistics—to support your claims.
Appeal to your audience’s rational and logical thinking. Argue your case from
the authority of your evidence and research.
Your
list of strengths and weaknesses can help you develop your argument. Prioritize
the strengths and weaknesses of each position and then decide on the top three
to five strengths and weaknesses. Then, using a technique for developing
content ideas (e.g., clustering, association, or journalist’s questions [see
the section in chapter 2 titled “Techniques to Get
Started”] ),
begin to expand your understanding of each item on your list. Evaluate each one
in terms of how you can support it—by reasoning, providing details, adding an
example, or offering evidence. Again, prioritize your list of strengths and
weaknesses, this time noting the supporting comments that need more work, call
for more evidence, or may be irrelevant to your argument. At this stage, it is
better to overlook nothing and keep extensive notes for later reference.
As
you develop your ideas, remember that you are presenting them in a fair-minded
and rational way, counting on your readers’ intelligence, experience, and
insight to evaluate your argument and see your point of view.
Creating an argumentative
thesis
Although
the phrase "argumentative thesis statement" sounds a bit frightening,
you don't have to be scared. A thesis statement is actually just a one-sentence
summary of the main point of your paper, and most instructors require it
because it can actually help you write your paper, not to mention making the
final product a whole lot easier to follow. The thesis statement begins with a
topic--what you are writing about--and an arguable claim, or the argument you
are trying to make. If you were trying to argue against required gym credits in
college, for example, your thesis might start off a little like this: "Gym
classes are an unnecessary part of a college education."
In
this example, the topic is "gym classes"--after all, this is what you
are writing about--and the claim is that they "are an unnecessary part of
a college education." Now, before you start thinking that this
argumentative thesis thing is actually very easy, so easy that your 10-year-old
brother could do it, and scamper off to pound out your paper in 15 minutes,
take a moment to consider the idea of "argumentative claim" again.
The claim in the example above is argumentative because there is more than one
acceptable answer.
In other words, people could argue this
claim--they could stage a debate, and it would be interesting not ridiculous.
Some people might say that we need gym classes because they help students
develop healthy exercise habits; some may say they are a waste of money and
college students are adults responsible for their own health; still others
might say gym classes are unnecessary the way they are currently taught, and if
we got better teachers, they would be an important part of the college
experience.
Now, think about whether the same kind of
argument could be applied if your claim was that the Civil War was fought from
1861-1865, or that the sky is blue, or that taking candy from a baby is
unethical. Probably not much to argue, right! and this is where the difficulty
of the argumentative thesis comes in--you have to have a real, debatable claim
to write a good argumentative thesis, something people could honestly debate
over.
This means you want to stay away from writing
arguments about facts--unless your argument is that some previously accepted
fact is wrong--and ethical issues that are so obvious that they would be
difficult to debate. That doesn't mean you can't write ethical arguments, since
some of the best debates involve them, but you should make sure the issue is
actually arguable. For example, "Murder is wrong," is not exactly
arguable, but "Abortion is murder" and "Capital punishment is
murder" are.
Finally, you need one more component after your
argumentative claim to make an argumentative thesis statement: support. Perhaps
you have heard of this part of the thesis referred to as the
"because" statement. The support section of your argumentative thesis
is where you list why you believe your claim to be true. This sections both
helps you build your credibility (what we stodgy, professedly types like to
call your appeal to ethos) in the first paragraph of your paper and set up an easy-to-follow
organization, as you will (or at least should) use your thesis statement as an
outline of your paper's organization.
For example, if your thesis statement is
"Gym classes are an unnecessary part of a college education because they
cover material already learned in most high schools and take time away from
academic study," the "support" section of your thesis would
begin with the word "because." By looking at this thesis statement,
the reader would have a good idea of not only what arguments will be made in
the paper, but in what order they will be made--you will discuss the high
school argument before the academic study one. Thus, your reader is familiar
with your organization, and there are no surprises, which mean she is going to
find it easier to understand and, hopefully, accept.
An argumentative thesis statement, then, is
composed of three parts--a topic, an arguable claim, and a support section.
While it's not so easy that your 10-year-old brother writes these things for
fun, it's also not too difficult, and once you have one in place, you'll
probably find the rest of the writing process much easier--just don't forget to
change your thesis if you change your argument halfway through your paper.
Developing reasons and
evidence
Reasons
Clear thinking requires that you state your claim and
support it with concrete, specific facts. This approach appeals to our common
sense and rational thinking. Formal reasoning involves following certain
established logical methods to arrive at certain pieces of information or
conclusions. Generally, these logical methods are known as inductive reasoning and deductive reasoning.
When our logical thinking states specific facts (called premises) and then draws a conclusion, or
generalization, we call this inductive
thinking. Inductive reasoning enables
us to examine the specific details in light of how well they add up to the
generalization. When we think inductively, we are asking whether the evidence
clearly supports the conclusions.
Example
of Inductive Reasoning
Our marketing study proves that citizens are
concerned about information privacy and won’t visit certain websites.
In deductive reasoning, our logical thinking starts with the
generalization. As we apply our generalization to a specific situation, we
examine the individual premises that make that generalization reasonable or
unreasonable. When our logical thinking starts with the generalization, or
conclusion, we may then apply the generalization to a particular situation to
see whether that generalization follows from the premises. Our deductive
thinking can be expressed as a syllogism or an enthymeme—a
shortened form of the syllogism.
Example
of Deductive Reasoning
Syllogism
(Long Form)
Aggressive marketers speak of invasive data
collection as simply “getting to know the customer,” and ABC Corporation is
actively assembling a database of private client information. Despite their
claim to be interested in providing better customer service, we may be
concerned that ABC will not protect our privacy.
Enthymeme
Because ABC Corporation is assembling a
database of private information about their clients, their customers are
concerned about identity theft.
Evidence
Do not stop with having a point. You have to back up your
point with evidence. The strength of your evidence, and your use of it, can
make or break your argument. See our handout on evidence. You
already have the natural inclination for this type of thinking, if not in an
academic setting. Think about how you talked your parents into letting you
borrow the family car. Did you present them with lots of instances of your past
trustworthiness? Did you make them feel guilty because your friends’ parents
all let them drive? Did you whine until they just wanted you to shut up? Did
you look up statistics on teen driving and use them to show how you didn’t fit
the dangerous-driver profile? These are all types of argumentation, and they
exist in academia in similar forms.
Every
field has slightly different requirements for acceptable evidence, so
familiarize yourself with some arguments from within that field instead of just
applying whatever evidence you like best. Pay attention to your textbooks and
your instructor’s lectures. What types of argument and evidence are they using?
The type of evidence that sways an English instructor may not work to convince
a sociology instructor. Find out what counts as proof that something is true in
that field. Is it statistics, a logical development of points, something from
the object being discussed (art work, text, culture, or atom), the way
something works, or some combination of more than one of these things?
Be
consistent with your evidence. Unlike negotiating for the use of your parents’
car, a college paper is not the place for an all-out blitz of every type of
argument. You can often use more than one type of evidence within a paper, but
make sure that within each section you are providing the reader with evidence
appropriate to each claim. So, if you start a paragraph or section with a
statement like “Putting the student seating area closer to the basketball court
will raise player performance,” do not follow with your evidence on how much
more money the university could raise by letting more students go to games for
free. Information about how fan support raises player morale, which then
results in better play, would be a better follow-up. Your next section could
offer clear reasons why undergraduates have as much or more right to attend an
undergraduate event as wealthy alumni—but this information would not go in the
same section as the fan support stuff. You cannot convince a confused person,
so keep things tidy and ordered.
Acknowledging Other
Perspectives
Teenagers – well, most people, actually – are famous for being
narrow-minded and self-centered when it comes to arguing. Most people just want
their opinions heard, and they don’t care what anyone else thinks about the
situation. It’s their way or the highway. Their arguments just become
egotistical rants about what they think, what they know, and what they want.
“Me, me me!”
These rants, however, are hardly ever convincing. The truth is that even
if that person might have a good idea or valid perspective, their failure to
show their awareness of other points of view is a big weakness. The more an
individual can show how much they understand of everyone’s viewpoint, the more
likely that individual will be able to show how their particular perspective is
the best.
So how do I show that I know other’s perspectives?
The first thing you should take into consideration is the different
people who are involved in the argument. The second thing you should consider
is the different opinions on the issue those people will have. The best way to
do this is to think about these possibilities even before you for your own
opinion. Let’s try it out with the following sample.
It is important to regularly take yourself through this
exercise of examining others’ opinion, for this essay and for real life
situations. To practice this kind of thinking more, refer to the Prompt
Analysis page that gives you multiple steps to work through. The more you
practice this kind of thinking, the more naturally you’ll be able to apply it
in the Writing.
It’s much easier than you might imagine! You do NOT have to build entire
arguments or paragraphs around what someone else thinks. Instead, all you have
to is include someone else’s perspective right before you share your own point.
You can do this in the thesis, paragraph topic sentences, and body paragraph
explanations. Really, can you include it anywhere? Just follow this simple
formula:
Although ________________ might think ____________________, really
_________________ is true because _____________________.
This simple type of phrasing makes your arguments automatically more
complex, since it is constantly putting it in context of what others might
think and boom, suddenly you sound like a deep, unique thinker and not a
ranting teenager.
Arguing logically
When people say "Let's be logical" about a given
situation or problem, they usually mean "Let's follow these steps:"
1. Figure out what we know to be
true.
2. Spend some time thinking about it.
3. Determine the best course of
action.
In logical terms, this three-step process involves
building a logical argument. An argument contains a set of premises
at the beginning and a conclusion at the end. In many cases, the premises and
the conclusion will be linked by a series of intermediate steps. In the
following sections, these steps are discussed in the order that you're likely
to encounter them.
Generating premises
The premises are the facts of the matter:
The statements that you know (or strongly believe) to be true. In many
situations, writing down a set of premises is a great first step to problem
solving.
For example, suppose you're a school board member trying
to decide whether to endorse the construction of a new school that would open
in September. Everyone is very excited about the project, but you make some
phone calls and piece together your facts, or premises.
Premises:
·
The funds for the project won't be available until March.
·
The construction company won't begin work until they receive
payment.
·
The entire project will take at least eight months to complete.
So far, you only have a set of premises. But when you put
them together, you're closer to the final product — your logical argument. In
the next section, you'll discover how to combine the premises together.
Bridging the gap with
intermediate steps
Sometimes an argument is just a set of premises followed
by a conclusion. In many cases, however, an argument also includes intermediate
steps that show how the premises lead incrementally to that
conclusion.
Using the school construction example from the previous
section, you may want to spell things out like this:
According to the premises, we won't be able to pay the
construction company until March, so they won't be done until at least eight
months later, which is November. But, school begins in September. Therefore. .
.
The word therefore indicates a conclusion
and is the beginning of the final step.
Forming a conclusion
The conclusion is the outcome of your argument. If you've
written the intermediate steps in a clear progression, the conclusion should be
fairly obvious. For the school construction example, here it is:
Conclusion:
The building won't be complete before school begins.
If the conclusion isn't obvious or doesn't make sense,
something may be wrong with your argument. In some cases, an argument may not
be valid. In others, you may have missing premises that you'll need to add.
Deciding if the
argument is valid
After you've built an argument, you need to be able to
decide if it's valid, which is to say if it's a good argument.
To test an argument's validity, assume that all of the
premises are true and then see if the conclusion follows automatically from
them. If the conclusion automatically follows, you know it's a valid argument.
If not, the argument is invalid.
Understanding
enthymemes
The school construction example argument may seem valid,
but you also may have a few doubts. For example, if another source of funding
became available, the construction company may start earlier and perhaps finish
by September. Thus, the argument has a hidden premise called an enthymeme.
There is no other source of funds for the project.
Logical arguments about real-world situations (in contrast
to mathematical or scientific arguments) almost always have enthymemes. So, the
clearer you become about the enthymemes hidden in an argument, the better
chance you have of making sure your argument is valid.
Writing a Position Paper
The
purpose of a position paper is to generate support on an issue. It describes a
position on an issue and the rational for that position. The position paper is
based on facts that provide a solid foundation for your argument. 1 In the
position paper you should:
•
Use evidence to support your position, such as statistical evidence or dates
and events.
•
Validate your position with authoritative references or primary source
quotations.
•
Examine the strengths and weaknesses of your position.
•
Evaluate possible solutions and suggest courses of action.
Choose
an issue where there is a clear division of opinion and which is arguable with
facts and inductive reasoning. You may choose an issue on which you have
already formed an opinion. However, in writing about this issue you must
examine your opinion of the issue critically. Prior to writing your position
paper, define and limit your issue carefully. Social issues are complex with
multiple solutions. Narrow the topic of your position paper to something that
is manageable. Research your issue thoroughly, consulting experts and obtaining
primary documents. Consider feasibility, cost-effectiveness and political/social
climate when evaluating possible solutions and courses of action. The following
structure is typical of a position paper:
•
An introduction
•
Identification of the issue
•
Statement of the position
•
The body
•
Background information
•
Supporting evidence or facts
•
A discussion of both sides of the issue
•
A conclusion
•
Suggested courses of action
•
Possible solutions
The
introduction should clearly identify the issue and state the author’s
position. It should be written in a way that catches the reader’s attention.
The
body of the position paper may contain several paragraphs. Each
paragraph should present an idea or main concept that clarifies a portion of
the position statement and is supported by evidence or facts. Evidence can be
primary source quotations, statistical data, interviews with experts, and
indisputable dates or events. Evidence should lead, through inductive reasoning,
to the main concept or idea presented in the paragraph. The body may begin with
some background information and should incorporate a discussion of both sides
of the issue.
The conclusion
should summarize the main concepts and ideas and reinforce, without
repeating, the introduction or body of the paper. It could include suggested
courses of action and possible solutions.
Labels: Technical and Business Writing
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